slogan

slogan · Not mentioned by Google

Appears in

Organization

What is it?

slogan stores the tagline, motto, or catchphrase associated with an organization, brand, product, or place. It is the short, memorable phrase that captures identity: Nike's "Just Do It," Apple's "Think Different," BMW's "The Ultimate Driving Machine."

This field is distinct from description (a factual summary of what the entity does) and disambiguatingDescription (a clarifying phrase to distinguish between similar entities). A slogan is a branding element, not an informational one.

The field accepts a plain text string and applies to Brand, Organization, Place, Product, and Service types.

Why this matters for AEO

When a user asks "What is [brand]'s slogan?" or "What company says [catchphrase]?", AI answer engines need a direct, structured answer. slogan provides exactly that. Without it, the engine must scrape marketing pages and guess which phrase is the official tagline versus general copy.

Slogans also help AI engines with entity disambiguation. If two organizations share a similar name, the slogan can serve as an additional identity signal that helps the engine resolve which entity the user is asking about.

What the specs say

Schema.org: Expects Text. "A slogan or motto associated with the item." Source

Google: Not listed in Google's structured data documentation for Organization. Source

How to find your value

• Brand guidelines — Official tagline or motto
• Marketing materials — Primary brand catchphrase
• Trademark filings — Registered slogans
• Homepage header — Displayed tagline
• Social media bios — Brand positioning statement

Use the current, active slogan. If the organization has changed its tagline, use only the latest version.

Format and code

Basic usage:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Nike",
  "slogan": "Just Do It"
}

On a Brand type:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "BMW",
  "brand": {
    "@type": "Brand",
    "name": "BMW",
    "slogan": "The Ultimate Driving Machine"
  }
}

Combined with description for full context:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "FedEx",
  "description": "Global courier delivery services company",
  "slogan": "The World on Time"
}

Webflow implementation

Static pages

Add slogan in Page Settings > Custom Code (before </head>):

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Your Company",
  "slogan": "Your tagline here"
}
</script>

CMS template pages

For a directory of brands or franchises, reference a plain text CMS field:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "{{wf {"path":"name","type":"PlainText"} }}",
  "slogan": "{{wf {"path":"tagline","type":"PlainText"} }}"
}
</script>

In Schema HQ

The slogan field is set in the Organization schema editor. Enter your tagline in the field, and it appears in the published JSON-LD. Schema HQ also includes slogan on Brand and Product types where applicable.

Real examples

No live implementations of slogan on Organization markup were found during research.

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "McDonald's",
  "slogan": "I'm Lovin' It"
}

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "L'Oréal",
  "slogan": "Because You're Worth It"
}

Related fields

• description — factual summary of what the organization does
• disambiguatingDescription — clarifying phrase for similar entities
• brand — the brand itself, which can also carry a slogan
• alternateName — other names the organization is known by

FAQ

Should the slogan include the trademark symbol?

No. Leave out trademark symbols (TM, (R)) from the slogan field. Structured data is for machine parsing, not legal display. Trademark symbols add noise that does not help search engines or AI systems identify or use the tagline.

Can an organization have multiple slogans?

Schema.org allows repeating properties, so technically you could provide an array. In practice, use only the current primary slogan. Historical or campaign-specific taglines do not belong in organization-level structured data.

Is slogan the same as a mission statement?

No. A slogan is a short, catchy branding phrase. A mission statement is a longer declaration of purpose. Use slogan for the tagline and description for the mission or purpose statement.